International Marketing Game-Global Business Leadership Creation

The Winning Edge Game-The Holy Trinity Of Global Leadership Creating a Successful Trans National Corporation
Duplication Prohibited (except with prior consent) - Copy rights with TWE
The Holy Trinity of Global Leadership

[BY USING THE KASH + CV APPROACH]
Seven Simple Steps For Creating a Successful Trans National Corporation
By Prof. Arun Sehgal

Visiting Faculty- Leading Business Schools, Corporates, Chambers of Commerce and Director-The Winning Edge, 406 Konark Shram, Tardeo, Mumbai 400034, India E mail: tweindia@gmail.com
406 Konark Shram Tardeo Mumbai 400034. India 1 Tel: +91-22-22075290/22051551/22086457 Fax: 22075291 Mobile: 9324087691 e mail: tweindia@gmail.com/ chemprogroup@gmail.com
Foreword I know that 22 years ago, when I started my long journey of setting up my own business after my business school education with only dreams and no capital, I had no clue on how I will realize my dreams. I must also admit that there was a time when I had no confidence in my international marketing abilities too. There was only the belief that I can do it. I was willing to learn, make mistakes and learn from mistakes. I am profusely thankful to the several books and their authors, books that I read over the past so many years that developed a passion in me for International Marketing. I have been a practicing International Marketer and a Sales man who set out to sell the Made in India brand of products internationally across diverse cultures, twenty years ago, a time when no one knew much about India except the bullock carts and the snake charmers, which somehow succeeded in catching the fancy of the international audience. The credibility of Indian made products was extremely poor twenty years ago and the effort levels required in selling an Indian product extremely high. It used to be a daunting task requiring tremendous effort, often frustrating and at times exhausting. I remember the numerous rejections I used to face every day by my potential customers who at times used to even make fun of our products, their quality and even our service. It used be a very humiliating exercise at times to face customers who forever wanted cheaper products only because they were made in India. Today, I am proud to say that we Indians have changed our world. Yes! We are unstoppable. Thanks to the toughness and resilience of our minds, we have shown the way to the entire world on how we can produce competitive goods and services at par with the best. Things are much different today than what they used to be twenty years ago. We have learnt fast and the rest of the world is today scared of us. I am happy to share that some of the big European and American customers who used to carry an arrogant attitude twenty years ago regarding their quality and wealth generation capabilities are no more existent today. Their businesses have been eaten up by the Indians and Chinese. They have lost jobs to Asian manufacturers and are completely dependent upon the supply of goods and services from our region. All this would not have been possible if the Indians and the Chinese had not shown their mental toughness and persistence in their efforts to sell to the rest of the world. I have been practicing some of the International Marketing Skills that I acquired with experience in order to succeed and to survive and grow against all odds. I have realized based on my own experience that no International Marketing professional can be great and can accomplish much without becoming a great human being first. Strong and ethical Character is the basic requirement to succeed in the profession of International Marketing in the long term. Practice of this profession by more people is bound to create a great society that we all can be proud to say that we are part of. This is the most beautiful part of this profession and hence I have taken upon me, a responsibility to share the concepts that I have evolved using some of the knowledge that I learnt from my profession over the last twenty two years. It gives me immense sense of satisfaction to present "The Holy Trinity of Global Leadership - A game on creating a successful Trans National Corporation The game will be played using the technique- Learn the concepts, Reflect and Practice. Practice of knowledge is the secret of success and this is the reason that some of the best educators in the field of International Marketing come from business and industry. International Marketing is like a surgery, you may be able to write well about it but in order to succeed you must practice your knowledge that requires functional as well as a lot of soft skills in order to get results. This is the only reason why practicing international marketing people also make the best trainers and educators; they are usually rainmakers and love their profession passionately.
The concepts developed and practiced by me are being shared in the form of a KASH + CV approach workbook. In my opinion International Marketing is a technique that can be learnt and mastered provided you work to awaken the hidden powers of your mind. There are many people I meet who say that they cannot talk well and therefore they are not suitable for this profession. I just want to share with you the fact that this is not true. If I could do it anyone can because I remember even until my college days I was not much of a conversationalist. Our inabilities are more in our mind and therefore only subjective techniques that relate to empowerment of your mind can help. I was fortunate to have been interested in knowing some of the subjective techniques that today are becoming popular. I will talk about using them as the game progresses. If you have faith in yourself and in the god within you then you can achieve anything that you desire with the KASH + CV approach by awakening the hidden powers of your mind. Finally, if you believe you can, YOU CAN, and if you believe you cant, YOU ARE RIGHT! This is how the mind works. I hope this game will help you realize your goals just the way it helped me realize mine. Best Wishes Arun Sehgal
Jamnalal Bajaj Institute of Management Studies International Marketing
Marks 100 Prof. Arun Sehgal
A GAME ON ENGINEERING YOUR BUSINESS FOR GLOBAL LEADERSHIP-CREATING A SUCCESSFUL TRANS NATIONAL CORPORATION Participants shall prepare for this game with the help of their knowledge acquired so far and any known good books on the subject. Look for the bold and colored words as they are important for your staying focused with your thinking. They direct you on what you are expected to consider while making your decisions. You have to choose a product category of your interest based on its potential for global wealth creation. Your Global Business could be based in India or abroad. You must start the business using the resources of your parent country and later expand your operations in other global markets guided by your own vision of becoming a global leader in the selected product category in future by making use of appropriate international markets expansion strategies. Actual market information, country studies are to be used with reasonable and realistic assumptions for progressing in the game. You have to create a Blue Print of your Global Organization by assuming the role of a CEO cum Promoter. You are the Wealth Creator and therefore you must have the Vision and acquire the Know-How for steering your organization to achieve the Global Business Leadership position. International Marketing success depends on many factors that relate to the overall Organizational Design, International Market Entry Strategies, and Presence of Unique Strengths in your Global Business. It calls for the finest abilities of the CEO to guide the companys global business to the leadership position at the international level. (It is not a coincident therefore that the best international marketing professionals go on to become the CEOs of Global Corporations) This game is not only going to hone your skills in international business creation but it will also empower you as a CEO by making use of the concepts contained in the book The Holy Trinity of Global Leadership that uses Three Basic Strategies (these are Innovation, Cost and Service Leadership-refer to the CEO template enclosed) for creating Unique strengths in your business using Seven Simple Steps. By assuming the role of the CEO you have to find answers and make presentations to your audience. High quality professional presentations of international standards must be prepared based on your decisions and strategies for all the questions asked. Think of solutions to all the questions individually and later discuss with your team and agree on a common strategy/answer before preparing the final presentation. For submission you have to give soft as well as the hard copies of your ppt as well as doc files with your team details. In order to have uniformity in folder names in your soft copies of this game submission, please note the following:
Each group must have one individual folder for itself by name of the country and business chosen. It is the group leaders job to collect answers to every question from the team members, discuss and conclude on a common answer/ team strategy and create sub-folders question wise as per the Folder and file names indicated against each question. This way each team will have one folder only with sub folders created by the name of files (one for each question e.g. Folder will be India-Name of the company and sub-folders will be Business Positioning for question 1, this sub-folder will have the teams answer in one file each (doc plus ppt), another sub-folder will be Global VMG statement for question 2 with the common answer of the team. So on and so forth, in total there will be 12 sub-folders for this game for each group). Please ensure that all kind of files (doc as well as ppt) are stored in the appropriate folders. Answers and Presentations must be precise and specific to the questions asked. Guidelines for Soft copies submission Folder and file structure will be as follows: (create uniformity with folder names) e.g. Folder Name India-XYZ Co.Ltd Sub-Folder (File Names) - Business Positioning (Files doc or ppt) - Global VMG Statement (Files doc or ppt) - Global Product Features and their impact on the Organizations Design - Key International Markets and their Impact on the Product and Organizations Design (Files doc or ppt) - Impact of Key Cultural and Economic Variable on all Ps of International Marketing (Files doc or ppt) - Targeting and Segmentation (Files doc or ppt) (Short form for above can be TSG and creating Brand Loyalty) (-ditto-) - Product Differentiation, Positioning, Emotional Bonding and Brand Loyalty Creation (Files doc or ppt) - International Market Entry Strategies (Files doc or ppt) - International Organization Structures Design (Files doc or ppt) - Creating and maintaining Innovation Leadership in your TNC (Files doc or ppt) - Creating and Maintaining Strategic Cost Leadership (Files doc or ppt) - Creating and Maintaining Service Leadership (Files doc or ppt) (As above).so on and so forth
USA-ABC Corp
A GAME ON ENGINEERING YOUR BUSINESS FOR GLOBAL LEADERSHIP-CREATING A SUCCESSFUL TRANS NATIONAL CORPORATION PROF. ARUN SEHGAL For the International Marketing exercise to be fruitful, it is very important that the Global organization creates synergy in its operations. Business positioning is important, equally important is the overall business focus, products and markets mix. Selection and design of products, targeting, segmentation and positioning must be in synergy with the overall business positioning of the Global organization. For the product and the International market selected by you for your global business; and assuming that you want to create a World Class Trans National Corporation (TNC) that will be a global leader in the business of product selected by you, please summarize how you will address the following issues: 1. What Business positioning your company would like to create? Specify. (Hint: Colgate stands for Dental Care, P and G for personal care etc; the positioning must be broad for you to include more product categories in future) First File Name-Business Positioning 10 Marks 2. Outline your Global Vision, Mission and Goal statement (Hint: in synergy with the business positioning) Second File Name- Global VMG statement 10 Marks 3. List as many key tangible and intangible attributes as possible in your global product design. Which of these can be used to create a product or business differentiation? Outline the impact they will have on the design of key functions of your global organization. 30 Marks Third File Name- Global Product Features and their impact on the Organizations Design 4. List the key International Markets for your product. Outline the impact their economies and culture have on the design of your product as well as the key functions of your global organization. (Hint: your selected markets must have the highest wealth creation potential for the product selected by you or they should be important for other strategic reasons. Justify your choice.) Fourth File Name- Key International Markets and their Impact on the Product and Organizations design 50 Marks 5. Select the most important international market for your global business. Recognize the Key Economic and Cultural variables and Spot the effect they create on all Ps of International Marketing. Create your international marketing and business plan for this target market. Fifth File Name- Impact of Key Cultural and Economic Variable on all Ps of International Marketing 50 Marks 6. What current as well as future product segments do you identify based on the wealth creation potential of the selected target market? List these segments and give reasons for your selection. Sixth Folder Name- Targeting and Segmentation 50 Marks
7. In each of the segment selected at 5 and 6 above identify the product attributes critical for creating product differentiation? In the target market selected by you, which ones will you use for product positioning and why? Design your brand triggers and create a punch line for your detailed advertising campaign. Is there a synergy between your business and product positioning? How will you establish Emotional Bonding with your consumers/ customers to generate Brand Loyalty? Seventh Folder Name-Product Differentiation, Positioning, Emotional Bonding and Brand Loyalty Creation 50 Marks 8. Decide on which International Market Entry Strategies are best suited for expansion into the top three International Markets selected by you. Identify partners in your target markets and prepare a blue print of your Licensing/ Joint Venture/ Takeover agreements. Eighth Folder Name-International Market Entry Strategies 100 Marks 9. Design the Organization Structure of your operations in the target markets. Decide which critical positions you wish to keep with the parent organizations and which ones will be best filled by the locals. How will you replicate your parent organizations work culture and values system in the new operations? Ninth Folder Name-International Organization Structures Design 50 Marks
10. For your TNC to succeed in persistent wealth creation in the global markets, you must achieve Knowledge Leadership by Innovation in every field of your business and simultaneously create Cost and Service Leadership in your industry. You realize that in the end, every business is about dealing with PEOPLE - both internal, e.g. employees in the organization as well as external e.g. customers- in the case of the marketing department, suppliers- in the case of production department, stake holders- in the case of finance department and society at large- in the case of the human relations department. You want to build on your inventory of star performers and must have a system that locates and rewards the performers and retains them in your organization. Similarly you need suppliers who consistently help you innovate and compete with the best in the market quality, cost and delivery wise. You need to build an emotional bond with your customers so that they keep coming back for more while your people continuously strive to increase the inventory of new customers. Your stake holders must enjoy a high level of trust in your abilities to generate wealth for them through your efforts. The society and the governments must hold your business in high esteem based on your work in the target markets. In short, whatever your organization needs to achieve has to be achieved by these people (Men) with the help of available Money, Materials, Machines and Minutes (time); together they are popularly referred to as the 5Ms of business. A closer analysis will reveal that the MEN organize the right materials, machines and design efficient business processes to utilize the minutes. Hence, for creating Global Leadership in any business the focus of the business leader must be on getting the right men for the job that are guided by correct vision. They must be armed with the right strategies that are implemented with help of efficient business processes to create wealth for the organization consistently.
It is imperative therefore that these people must be able to visualize the future form of products based on the changing customer needs in the market place and effect that change through continuous R and D and product design effort while simultaneously creating the Cost and Service Leadership positions in the market place by optimal use of the limited 5M resources available to the organization. In todays era of tough competition the best teams win and these teams are carefully created and nurtured by the organizations and they pursue a well defined direction. So the PEOPLE factor in business is one of the key elements for succeeding in business. And what do these people possess that makes the teams win? It is nothing but their Knowledge, Attitudes, Skills, Habits, and Values. When all of these are combined with Action it makes a Character. It is the Character that makes human beings truly outstanding and therefore they are difficult to defeat in the market place. An organization that has such people become invincible and they go on to become the globally respected business leaders. Hence, the toughest challenge for the CEO is to create an organization that promotes continuous innovation and nurtures some important Attitudes, Skills, Habits and Values amongst the people associated with the Global Business System; both internal and external. An organizations success in international marketing is almost guaranteed once the critical areas are correctly identified and business policies formulated and appropriate business strategies adopted on an ongoing basis for addressing the vital issues involved for achieving and retaining the global business leadership position. It is most important to develop a business system and processes that identify these critical areas and seek the best solutions on an ongoing basis. You assume the role of the CEO, your job now is to create a TNC that is designed to achieve global leadership. For the Product/ International Market mixes selected by you for the game- and by taking help from the enclosed CEOs template, identify the critical issues for developing the three strengths (Innovation, Cost and Service Leadership) through seven simple steps as outlined in details in the book to create a formidable TNC design required for success in Global Marketing. 600 Marks
Creating a Successful Trans National Corporation Seven Simple Steps Exercise 1- Identifying critical issues for creating and maintaining Innovation Leadership in your global business Tenth Folder Name-Creating and Maintaining Innovation Leadership in your TNC (give your solutions to each issue step-wise) 200 Marks
Objective is to innovate constantly by identifying critical issues in your business both internal as well as external to the organization. Idea is that when systems are created where these issues get recognized and addressed properly then the organization will always lead the industry by constant Innovation. Looking at the Innovation Leadership matrix answer the following questions for identifying the critical issues involved; Step 1: Identifying the K (Knowledge) factor for creating and maintaining Innovation leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Studying and Analyzing the Environmental Factors to guide the innovation effort of your TNC and creating an action plan for your organization based on your SWOT analysis. Focus on creating Unique Business Strengths. (File Name- Impact of the Environment on the Innovation effort) Identify all Knowledge areas where there is scope for innovation in your industry. Start with the product. Analyze the Research being done by the market leaders in business as well as the leading universities around the world that concern your product design, features, manufacturing processes, raw materials and production technology. Can you visualize how your products will look five and ten years from now to keep pace with the ever changing needs of the future consumer? Study the future trends relating to the design, packaging, pricing, financing, customer service and pace of business response. Focus should be on innovation for providing a better and cheaper product backed by outstanding, cheaper and faster service with greater convenience for the consumer. Brain-storm your ideas within the team, list them and create an action plan based on your SWOT analyses. Play on your strengths to construct unique strengths in your business. You may also be required to concentrate on the emerging new product segments in existing markets, locating new customers in existing markets, promising new markets, developing new suppliers for raw materials, developing new raw materials that are more effective and economical. You may have to design appropriate counteracting strategies to handle the threat from competitors and substitutes. Any other environmental. Industry, company related areas that are specific to your case?
Recognize the Industry And Company related Factors to guide the innovation effort of your TNC by the people associated with your Global Business System (File Name- Action plan for the people in the business system for guiding the innovation effort) Based on the list of ideas and the action plan identify what your people need to do in the R and D, Purchasing, Production, Marketing, Finance and the HR departments to guide and support the innovation effort within your organization? Identify which new products or product extensions can be created in future for expanding your business. How you can create customer ecstasy by fulfilling existing needs and creating new wants thereby guiding the consumer into using the new products that are being created by you to beat the competition? Identify the significant areas in all the business functions across your organization that requires innovative planning of resources. Prepare a department wise action plan. 406 Konark Shram Tardeo Mumbai 400034. India 9 Tel: +91-22-22075290/22051551/22086457 Fax: 22075291 Mobile: 9324087691 e mail: tweindia@gmail.com/ chemprogroup@gmail.com
What your suppliers need to do to keep pace with your innovation effort? Identify their specific areas for contribution to your innovative effort. Open all the parts and classify them into A, B and C value wise. Study ways of making them better and cheaper. What your people need to do in the Finance to minimize the cost of capital, maximize the internal generation of funds, and finding innovative ways to support customer purchases. Any other areas that need attention and are specific to your case?
Identify the Training needs of your people associated with your business and incorporate in the Training Calendar (File Name-Training needs of the people associated with our business) What your HR department needs to do for empowering and recognizing the innovation and creativity in an employee? What kind of internal organizational policies and programs you can have to encourage innovation, creativity and new ideas generation amongst your employees and suppliers. Which Educational Institutions you need to use for hiring your employees with the required attitudes and competencies? Identify all the training needs of the People associated with your Global Business System to promote innovation and out of the box thinking and incorporate in your Training Calendar. Any other training related issues that may be specific to your case.
Communicate the efforts of your organization to the customers, stake holders and society for generating respect What your customers need to know about the ever evolving features of your product and how they create value for them? How to communicate the value proposition to your consumers to justify your prices? Design your communication strategy for the consumers. What your stake holders need to know about the above activities to enjoy the highest level of confidence in your business? Design your communication strategy for the stake holders. What the society at large needs to know about your organization to breed respect? Design your communication strategy for the society at large. Any other issues relating to corporate communications concerning the innovation effort that are specific to your case?
Step 2: Identifying the A (Attitudes) factor for creating and maintaining Innovation Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Refer to the inventory of positive attitudes and identify the Attitudes your employees must possess or need to cultivate that are critical for creating and maintaining innovation leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Refer to the inventory of negative attitudes and identify the ones that will come in the way of your innovative effort. Design a system that will help you recognize the employees and suppliers that possess such negative attitudes and devise ways of turning them around with effective training programs. 406 Konark Shram Tardeo Mumbai 400034. India 10 Tel: +91-22-22075290/22051551/22086457 Fax: 22075291 Mobile: 9324087691 e mail: tweindia@gmail.com/ chemprogroup@gmail.com
Prepare a complete list for employee attitudes for each of the departments in your organization, identify common and specific attitudes function-wise respectively. Incorporate them in your selection criteria for recruitments. Design the training programs for developing the required attitudes. What Attitudes your suppliers must have or that need to be nurtured in them for creating and supporting your innovation leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Attitudes you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer attitudes, identify them if this is the case with you. What Attitudes your stake holders as well as the society need to develop regarding your innovation drive to create confidence and respect for your Corporation? Any other issues relating to Attitudes that are specific to your case?
Step 3: Identifying the S (Skills) Factor for creating Innovation Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Refer to the inventory of skills and identify the ones that your employees must possess that are critical for creating and maintaining innovation leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Prepare a complete inventory of employee skills for each of the departments in your organization; identify common and specific skills function-wise respectively. Incorporate them in your selection criteria for recruitments. Design the training programs for developing the required skills. What Skills your suppliers must have or that need to be nurtured in them for creating and supporting your innovation leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Skills you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer skills, identify them if this is the case with you. What Skills your stake holders as well as the society need to develop regarding your innovation drive to create confidence and respect for your Corporation? Any other issues relating to Skills that are specific to your case?
Step 4: Identifying the H (Habits) Factor for creating Innovation Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) 406 Konark Shram Tardeo Mumbai 400034. India 11 Tel: +91-22-22075290/22051551/22086457 Fax: 22075291 Mobile: 9324087691 e mail: tweindia@gmail.com/ chemprogroup@gmail.com
Create your own inventory of critical Habits; the ones that your employees must possess or need to cultivate that are critical for creating and maintaining innovation leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Design a system to reward the people who practice these habits and encourage the same in their subordinates. Prepare a complete list for employee habits for each of the departments in your organization, identify common and specific habits function-wise respectively. Incorporate them in your training programs and employees performance evaluation system for periodic rewards. Design the training programs for developing the required attitudes. What Habits your suppliers must have or that need to be nurtured in them for creating and supporting your innovation leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Habits you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer habits, identify them if this is the case with you. What Habits your stake holders as well as the society need to develop regarding your innovation drive to create confidence and respect for your Corporation? Any other issues relating to Habits that are specific to your case?
Step 5: Identifying the V (Values) Factor for creating Innovation Leadership in your business Create an inventory of Values based on the nature of your business that your management, employees and the suppliers must follow to guide their actions in general business situations that create Innovation Leadership. Values essentially guide your actions in a given business situation. Identify ways to promote the understanding and practice of these values by the people associated with your business system. Step 6: Building the C (Character) of your organization for creating Innovation Leadership in your business
Generate a department-wise action plan and internal policies that address the recognized issues for each business in the target markets selected and create your organizational design.
Step 7: WhatRare Strengths (difficult to imitate) can be created in your business now? List them. What possible Winning Business Strategies can be designed now? Prepare a List.
Exercise 2- Identifying critical issues for Creating and Maintaining Strategic Cost Leadership in your global business Eleventh Folder Name-Strategic Cost Leadership (give your solutions to each issue step-wise) 200 Marks
Objective is to do More and Faster with Less and Just in Time constantly by incurring Profit based Costs and identifying critical issues in your business both internal as well as external to the organization. Idea is that when systems are created where these issues get recognized and addressed properly then the organization will always lead the industry in terms of its costs while creating constant Innovation and competitiveness in its global business. Looking at the Strategic Cost Leadership matrix answer the following questions for identifying the critical issues involved; Step 1: Identifying the K (Knowledge) factor for creating and maintaining Strategic Cost Leadership in your global business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Studying and Analyzing the Environmental Factors to guide the Strategic Cost Management effort of your TNC and creating an action plan for your organization based on your SWOT analysis. Focus on creating Unique Business Strengths. (File Name- Impact of the Environment on the Strategic Cost Leadership effort) Identify all Knowledge areas where there is scope for optimizing costs in your industry. Start with the product. Analyze the Research being done by the market leaders in business as well as the leading universities around the world that concern your product design, features, manufacturing processes, raw materials and production technology. Can you visualize how your products will look five and ten years from now to keep pace with the ever changing needs of the future consumer? Study the future trends relating to the design, packaging, pricing, financing, customer service and pace of business response. Focus should be on innovation for providing a better and cheaper product backed by outstanding, cheaper and faster service with greater convenience for the consumer. Brain-storm your ideas within the team, list them and create an action plan based on your SWOT analyses. Play on your strengths to construct unique strengths in your business. You may also be required to concentrate on the emerging new product segments in existing markets, locating new customers in existing markets, promising new markets, developing new suppliers for raw materials, developing new raw materials that are more effective and economical. You may have to design appropriate counteracting strategies to handle the threat from competitors and substitutes. Any other environmental. Industry, company related areas that are specific to your case?
Recognize the Industry And Company related Factors to guide the innovation effort of your TNC by the people associated with your Global Business System (File Name- Action plan for the people in the business system for guiding the Strategic Cost Leadership effort) Based on the list of ideas and the action plan identify what your people need to do in the R and D, Purchasing, Production, Marketing, Finance and the HR departments to guide and support the Strategic Cost Leadership effort within your organization? How you can create customer ecstasy by fulfilling existing cost related needs and creating new wants thereby guiding the consumer into using the new products that are being created by you to beat the competition? 406 Konark Shram Tardeo Mumbai 400034. India 13 Tel: +91-22-22075290/22051551/22086457 Fax: 22075291 Mobile: 9324087691 e mail: tweindia@gmail.com/ chemprogroup@gmail.com
Identify the significant areas in all the business functions across your organization that requires planning of profit based costs. Prepare a department wise action plan. What your suppliers need to do to keep pace with your Strategic Cost Leadership effort? Identify their specific areas for contribution to your Cost Leadership effort. Open all the parts and classify them into A, B and C value wise. Study ways of making them better and cheaper. What do you need to know to create strategic cost bench marks for optimum value creation and maximum wealth generation? What your people need to do in the Marketing department to identify and direct the organizational effort towards creating the highest value for the customer and the organization simultaneously? To what extent you can use tools like value engineering to curtail costs without sacrificing value for the customer?
What your people need to do to optimize costs in the production department? What your people need to do in the Finance departments that can be truly considered innovative and creative in the area of cost optimization? How your HR function needs to empower the employees for generating value and wealth for the organization? What your people need to do in the Finance to minimize the cost of capital, maximize the internal generation of funds, and finding innovative ways to support customer purchases at lower costs. Any other areas that need attention and are specific to your case?
Identify the Training needs of your people associated with your business and incorporate in the Training Calendar (File Name-Training needs of the people associated with our business) What your HR department needs to do for empowering and recognizing the Strategic Cost Leadership effort and develop creativity in an employee? What kind of internal organizational policies and programs you can have to encourage cost optimization, creativity and new ideas generation amongst your employees and suppliers. How creative can you get with business processes in each department and focus on profit based costs? Which Educational Institutions you need to use for hiring your employees with the required attitudes and competencies? Identify all the training needs of the People associated with your Global Business System to promote Strategic Cost Leadership and out of the box thinking and incorporate them in your Training Calendar. Any other training related issues that may be specific to your case.
Communicate the efforts of your organization to the customers, stake holders and society for generating respect What your customers need to know about the ever evolving features of your product and how they create value for them? How to communicate the value proposition to your consumers to justify your prices? Design your communication strategy for the consumers. What your stake holders need to know about the above activities to enjoy the highest level of confidence in your business? Design your communication strategy for the stake holders.
What the society at large needs to know about your organization to breed respect? Design your communication strategy for the society at large. Any other issues relating to corporate communications concerning the innovation effort that are specific to your case?
Step 2: Identifying the A (Attitudes) factor for creating and maintaining Strategic Cost Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) What Attitudes your employees must possess or need to cultivate and are critical for creating and maintaining innovation Strategic Cost leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Prepare a complete list for employee attitudes for your organization, identify common and specific attitudes function-wise respectively. What Attitudes your suppliers must have or need to develop for creating cost leadership in your business on a continuous basis? What Attitudes you wish to consciously nurture in your customers (if they dont have) that will help you sell more by educating them on the value created by your organization? At times you design products based on certain customer attitudes, identify them if this is the case with you. What Attitudes your stake holders as well as the society need to develop about your TNC that will raise confidence and respect for your organizational effort towards greater value creation? Any other specific to your business?
Step 3: Identifying the S (Skills) Factor for creating and maintaining Strategic Cost Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Refer to the inventory of skills and identify the ones that your employees must possess that are critical for creating and maintaining Strategic Cost Leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization?
Prepare a complete inventory of employee skills for each of the departments in your organization; identify common and specific skills function-wise respectively. Incorporate them in your selection criteria for recruitments. Design the training programs for developing the required skills. What Skills your suppliers must have or that need to be nurtured in them for creating and supporting your Strategic Cost Leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Skills you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer skills, identify them if this is the case with you. What Skills your stake holders as well as the society need to develop regarding your Strategic Cost Leadership drive to create confidence and respect for your Corporation?
Any other issues relating to Skills that are specific to your case?
Step 4: Identifying the H (Habits) Factor for creating and maintaining Strategic Cost Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Create your own inventory of critical Habits; the ones that your employees must possess or need to cultivate that are critical for creating and maintaining Strategic Cost Leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Design a system to reward the people who practice these habits and encourage the same in their subordinates. Prepare a complete list for employee habits for each of the departments in your organization, identify common and specific habits function-wise respectively. Incorporate them in your training programs and employees performance evaluation system for periodic rewards. Design the training programs for developing the required attitudes. What Habits your suppliers must have or that need to be nurtured in them for creating and supporting your Strategic Cost Leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Habits you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer habits, identify them if this is the case with you. What Habits your stake holders as well as the society need to develop regarding your Strategic Cost Leadership drive to create confidence and respect for your Corporation? Any other issues relating to Habits that are specific to your case?
Step 5: Identifying the V (Values) Factor for creating and maintaining Strategic Cost Leadership in your business Create an inventory of Values based on the nature of your business that your management, employees and the suppliers must follow to guide their actions in general business situations that create Strategic Cost Leadership. Values essentially guide your actions in a given business situation. Identify ways to promote the understanding and practice of these values by the people associated with your business system. Step 6: Identifying the C (Character) of your organization for creating and maintaining Strategic Cost Leadership in your business
Step 7: What Rare Strengths (difficult to imitate) can be created in your business now? List them. What possible Winning Business Strategies can be designed now? Prepare a List.
Exercise 3- Identifying critical issues for creating and maintaining Service Leadership in your global business Twelfth Folder Name-Service Leadership (give your solutions to each issue step-wise) 200 Marks
Objective is to create an Emotional Bond with the People associated with your business both internally and externally, and cultivate their loyalty for the organization constantly by identifying critical issues both internal as well as external to the organization. Idea is that when systems are created where these issues get recognized and addressed properly then the organization will always lead the industry by creating a strong emotional bond with its employees, customers, stake holders and society at large. Looking at the Service Leadership matrix answer the following questions for identifying the critical issues involved; Step 1: Identifying the K (Knowledge) factor for creating and maintaining Service Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Identify all Knowledge areas related to your global business that are critical for you to focus on an ongoing basis for creating Service leadership. What your people need to do in the Marketing department to create an image of being a service leader in the industry while innovating ways to optimize on service costs simultaneously? Can you visualize how your products will need to be served to keep pace with the ever changing needs of the future consumer? How you can create customer ecstasy and beat competition through service? What your people need to do to bring about innovation in the service department? How to minimize the service time? What your customers need to know about the features of your service and how it creates greater value for them? What your suppliers need to do to create and maintain the service leadership image of your organization? What your people need to do in the Finance that can be truly considered innovative in the area of shareholder service and retention of wealth creators both internal and external to your organization? What your organization needs to do in the HR department that can be truly considered innovative in the area of employee retention and identification of wealth creators both internal and external to your organization? What your stake holders need to know about your service to them to enjoy the highest level of confidence and create respect for your organization? What the society at large needs to know about your organizations service to the society to command respect? Any other specific to your business?
Step 2: Identifying the A (Attitudes) factor for creating and maintaining Service Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) What Attitudes your employees must possess and are critical for creating the Service Leadership in your business. Identify them across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Prepare a complete list for employee attitudes for your organization, identify common and specific attitudes functionwise respectively. What the organization must do to identify the wealth creators within and to create emotional bond with them necessary for loyalty? What Attitudes your suppliers must have for creating Service leadership in your business? What the organization must do to create an emotional bond with these suppliers for generating respect and loyalty? What Attitudes you wish to consciously nurture in your customers (if they dont have) that will help you beat your competition through the service standards? At times you design products based on certain customer attitudes, identify them if this is the case with you. How to shape the organizational attitudes and culture to create an emotional bond with the end consumers/ customers for generating loyalty and respect? What Attitudes your stake holders as well as the society need to develop about your service that will create an emotional bond, respect and their loyalty? Any other specific to your business?
Step 3: Identifying the S (Skills) Factor for creating and maintaining Service Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Refer to the inventory of skills and identify the ones that your employees must possess that are critical for creating and maintaining Service Leadership across all the functions of your business? List them functionwise. Do they differ for different functions within your organization or are they common to the entire organization? Prepare a complete inventory of employee skills for each of the departments in your organization; identify common and specific skills function-wise respectively. Incorporate them in your selection criteria for recruitments. Design the training programs for developing the required skills. What Skills your suppliers must have or that need to be nurtured in them for creating and supporting your Service Leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Skills you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer skills, identify them if this is the case with you. What Skills your stake holders as well as the society need to develop regarding your Service Leadership drive to create confidence and respect for your Corporation? Any other issues relating to Skills that are specific to your case?
Step 4: Identifying the H (Habits) Factor for creating and maintaining Service Leadership in your business (The following list of possible issues is illustrative and not comprehensive. Look for more specific issues related to your business with the help of the CEOs template) Create your own inventory of critical Habits; the ones that your employees must possess or need to cultivate that are critical for creating and maintaining Service Leadership across all the functions of your business? List them function-wise. Do they differ for different functions within your organization or are they common to the entire organization? Design a system to reward the people who practice these habits and encourage the same in their subordinates. Prepare a complete list for employee habits for each of the departments in your organization, identify common and specific habits function-wise respectively. Incorporate them in your training programs and employees performance evaluation system for periodic rewards. Design the training programs for developing the required attitudes. What Habits your suppliers must have or that need to be nurtured in them for creating and supporting your Service Leadership effort in the business? Develop training programs for them and encourage them to become a part of your team in innovation. Design the desired organizational purchase policy to reward such suppliers. What Habits you wish to consciously nurture in your customers (if they dont have them) that will help you generate sales (repeat and new) constantly? At times you design products based on certain customer habits, identify them if this is the case with you. What Habits your stake holders as well as the society need to develop regarding your Service Leadership drive to create confidence and respect for your Corporation? Any other issues relating to Habits that are specific to your case?
Step 5: Identifying the V (Values) Factor for creating and maintaining Service Leadership in your business Create an inventory of Values based on the nature of your business that your management, employees and the suppliers must follow to guide their actions in general business situations that create Strategic Cost Leadership. Values essentially guide your actions in a given business situation. Identify ways to promote the understanding and practice of these values by the people associated with your business system. Step 6: Identifying the C (Character) of your organization for creating and maintaining Service Leadership in your business
Step 7: What Rare Strengths (difficult to imitate) can be created in your business now? List them. What possible Winning Business Strategies can be designed now? Prepare a List.
THE CEO TEMPLATE FOR NURTURING PEOPLE: CREATING WORLD CLASS TRANS NATIONAL CORPORATIONS THAT CREATE GLOBAL BUSINESS LEADERSHIP THROUGH SUCCESS IN INTERNATIONAL MARKETING I] Innovation Leadership Matrix: How to be First and create Product and Service Differentiation? Objective is Information/ Innovation leadership-Critical Issues Identification
People Areas
Production ( People ) Internal External Employees Suppliers
Marketing ( People ) Internal External Employees Customers
Finance ( People ) Internal External Stake Employees Holders
H R (People) Internal External Employees Society
Knowledge Attitudes Skills Habits Values Character or Business Strategies
II] Strategic Cost Leadership Matrix-How to do "More and Faster" with "Less and Just-in-Time"? Objective is to optimize costs while creating innovation-Critical Issues Identification
People Areas
III] Service Leadership Matrix-How to create "Emotional Bonding" and Global Respectability for creating Peoples Loyalty? Objective is to bond with the critical people in your business system-Critical Issues Identification
People Areas

International Marketing Game-Global Business Leadership Creation

Загружено:

Сведения о документе

Исходное описание:

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

International Marketing Game-Global Business Leadership Creation

Загружено:

Авторское право:

Доступные форматы

The Winning Edge Game-The Holy Trinity Of Global Leadership Creating a Successful Trans National Corporation

The Holy Trinity of Global Leadership

Seven Simple Steps For Creating a Successful Trans National Corporation

By Prof. Arun Sehgal

Jamnalal Bajaj Institute of Management Studies International Marketing

Marks 100 Prof. Arun Sehgal

Production ( People ) Internal External Employees Suppliers

Marketing ( People ) Internal External Employees Customers

Finance ( People ) Internal External Stake Employees Holders

H R (People) Internal External Employees Society

Knowledge Attitudes Skills Habits Values Character or Business Strategies

Production ( People ) Internal External Employees Suppliers

Marketing ( People ) Internal External Employees Customers

Finance ( People ) Internal External Stake Employees Holders

H R (People) Internal External Employees Society

Knowledge Attitudes Skills Habits Values Character or Business Strategies

Production ( People ) Internal External Employees Suppliers

Marketing ( People ) Internal External Employees Customers

Finance ( People ) Internal External Stake Employees Holders

H R (People) Internal External Employees Society

Knowledge Attitudes Skills Habits Values Character or Business Strategies

Вам также может понравиться